Keyword Targeting | The what, how, why and when of keyword research

Keyword targeting is a key feature of a good SEO strategy.

It involves the use of keywords in content and advertising copy on your website so that you achieve a higher listing on search engines for that search term.

For example, a company that specialises in promotional merchandise would be clever to put the term ‘promotional merchandise’ in their content to rank highly for this search term.

However, it is generally a lot more nuanced than simply name dropping your service.

In many instances, it requires good keyword research to target previously unknown or unexpected search terms that lead people to that industry.

Returning to the example of a promotional merchandise company. There are potentially high-use search terms that are not being used in the company’s content. Therefore leading on to a low search engine ranking.

‘Customisable company merchandise’ is an example of a search term that many people use to find the services of a promotional merchandise company. However, it is not always obvious to the inexperienced keyword strategist that this is a popular term.

It requires outside of the box thinking and keyword analysis.

Discovering new keywords can lead to impressive results with minimal effort. Previously unrecognised search terms are the low-hanging fruit of a good SEO strategy.

Additionally, good keyword research can lead to an SEO strategy that can target the buyer at different levels of commitment.

General terms such as ‘customisable branded merchandise’ indicate an early stage agent. Whereas ‘affordable branded biro pens’ says a lot more about the prospective customer.

Another key feature of keyword targeting is location. Location is a key factor for many prospective clients and is often the last word added to a search term.

Promotional merchandise is frequently conducted over the internet where geographical limitations don’t apply. However, this doesn’t mean that searchers won’t use their location anyway. Adding the location may be a habitual process or there may be environmentally conscious attitudes towards purchasing.

How We Do It

Content creation in the form of blog posts is about so much more than churning out clickbaity content. Behind the scenes, there is a huge amount of keyword research going on that results in an efficient and effective keyword targeting tactic.

There are a huge number of tools that SEO strategists use to uncover new high-value search terms:

  1. is a long-tail keyword research tool that can provide thousands of keyword suggestions from real user queries. It is a fantastic tool for reaching clients who are searching with a high degree of specificity.
  2. Google Correlate links words and topics and can produce keyword suggestions that are variants of commonly searched terms.
  3. Merge Words is another tool that helps with more specific customers by allowing the user to add new terms such as ‘cheap’, ‘affordable’ as well as location information.

Whilst these tools are all good, the most effective keyword targeting strategies are those that appear through organic, common-sense approaches to customer queries.

Trying too hard to get into the mind of a prospective customer can lead to alienating yourself from your own mind. At the end of the day, we are all search engine users and add to the creation of new keywords and popular search terms every day.

About the Authors:

Cameron and Finn are two brothers who are passionate about digital marketing and even more passionate about written content.

Cameron specialises in long-form content, SEO and keyword strategies. Whereas Finn specialises in web design, inbound marketing and paid social.

In their spare time, they are aspiring novelists and occasional poets. They both enjoy travelling. learning, and new adventures.

Join them as they leap into digital!
Follow Finn and Cameron Grant on LinkedIn to see their posts and insights on the world of digital marketing.

Post Summary:

This post will help you take advantage of the low-hanging fruit of your industry. A good keyword strategy is about understanding how to use long-tail and short-tail keywords effectively.